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Multi-Channel Marketing Engine   Create customer value in the multi-channel world© 2012 Accenture & Avanade. All Rights Re...
Agenda•     Trends in the Multi-Channel marketing world•     Marketing maturity         - Marketing Resource Management   ...
Introduction Harness Accenture’s unparalleled industry insights and business process knowledge, Avanade’s extensive Micros...
Introduction ClickDimensions Email Marketing and Marketing Automation for Microsoft Dynamics CRM John Gravely Chief Execut...
Market trends Consumers are losing trust in traditional marketing and the media context is continuously changing:         ...
Marketing organizations need to develop the right capabilities inorder to deal with these issues          Marketing resour...
Stages of marketing maturity                                                   7© 2012 Accenture & Avanade. All Rights Res...
The different stages of marketing resource managementmaturity             Stage 1:                                Stage 2:...
The different stages of multi-channel campaign managementmaturity             Stage 1:                                Stag...
Roadmap: from ‘challengers’ to ‘leaders’                                     MCCM                                         ...
Marketing Management Process                Initiate                           Prepare   Execute           Evaluate  • Ini...
Initiate                           Prepare   Execute   Evaluate     PREPARE© 2012 Accenture & Avanade. All Rights Reserved.
Initiate   Prepare   Execute   EvaluateMarketing Programme Calendar© 2012 Accenture & Avanade. All Rights Reserved.
Initiate   Prepare   Execute   EvaluateData Mining Visualization© 2012 Accenture & Avanade. All Rights Reserved.
Initiate   Prepare   Execute   EvaluateData Mining Visualization© 2012 Accenture & Avanade. All Rights Reserved.
Initiate   Prepare   Execute   EvaluateCustomer Segmentation demo© 2012 Accenture & Avanade. All Rights Reserved.
Marketing with Microsoft CRM Idea eBook Campaign• Concept: generate leads by giving away original content targeted at a sp...
Initiate                           Prepare   Execute   Evaluate     PREPARE© 2012 Accenture & Avanade. All Rights Reserved.
© 2012 Accenture & Avanade. All Rights Reserved.
© 2012 Accenture & Avanade. All Rights Reserved.
© 2012 Accenture & Avanade. All Rights Reserved.
© 2012 Accenture & Avanade. All Rights Reserved.
© 2012 Accenture & Avanade. All Rights Reserved.
© 2012 Accenture & Avanade. All Rights Reserved.
Initiate                           Prepare   Execute   Evaluate     EXECUTE© 2012 Accenture & Avanade. All Rights Reserved.
© 2012 Accenture & Avanade. All Rights Reserved.
© 2012 Accenture & Avanade. All Rights Reserved.
© 2012 Accenture & Avanade. All Rights Reserved.
© 2012 Accenture & Avanade. All Rights Reserved.
© 2012 Accenture & Avanade. All Rights Reserved.
© 2012 Accenture & Avanade. All Rights Reserved.
© 2012 Accenture & Avanade. All Rights Reserved.
Trackable, automated email                                                   to prospect          Internal notification em...
© 2012 Accenture & Avanade. All Rights Reserved.
© 2012 Accenture & Avanade. All Rights Reserved.
© 2012 Accenture & Avanade. All Rights Reserved.
© 2012 Accenture & Avanade. All Rights Reserved.
Initiate                           Prepare   Execute   Evaluate     EVALUATE© 2012 Accenture & Avanade. All Rights Reserved.
© 2012 Accenture & Avanade. All Rights Reserved.
© 2012 Accenture & Avanade. All Rights Reserved.
© 2012 Accenture & Avanade. All Rights Reserved.
© 2012 Accenture & Avanade. All Rights Reserved.
© 2012 Accenture & Avanade. All Rights Reserved.
© 2012 Accenture & Avanade. All Rights Reserved.
© 2012 Accenture & Avanade. All Rights Reserved.
Thank You                                                   More details on :                                      www.ava...
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HPMC12: Avanade - Multi-Channel Marketing Engine

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Presented during the High Performance Marketing Conference 2012, organized by Accenture on February 9th 2012. This presentation was given by Ruben Overkemping of Avanade, and discussed How to create customer value in the multi-channel world.

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Transcript of "HPMC12: Avanade - Multi-Channel Marketing Engine"

  1. 1. Multi-Channel Marketing Engine Create customer value in the multi-channel world© 2012 Accenture & Avanade. All Rights Reserved.
  2. 2. Agenda• Trends in the Multi-Channel marketing world• Marketing maturity - Marketing Resource Management - Multi-Channel Campaign Management• The process and how it works in real-life: - Planning, initiating and executing campaigns - E-mail channel execution and response handling - Getting the insights and acting on them 2© 2012 Accenture & Avanade. All Rights Reserved.
  3. 3. Introduction Harness Accenture’s unparalleled industry insights and business process knowledge, Avanade’s extensive Microsoft technology integration experience, and Microsoft’s leadership in enterprise-ready technologies to power customer relationship management (CRM). Accenture and Avanade are recognized as Microsoft Global Ruben Overkemping Enterprise Partner of the Year for 2001, 2004, Solution Manager Microsoft CRM 2006, 2008, 2009 and 2010, 2011 ruben.overkemping@avanade.com Avanade was named http://nl.linkedin.com/in/rubenoverkemping 2011 Microsoft Dynamics CRM Solution Partner of the Year 3© 2012 Accenture & Avanade. All Rights Reserved.
  4. 4. Introduction ClickDimensions Email Marketing and Marketing Automation for Microsoft Dynamics CRM John Gravely Chief Executive Officer ClickDimensions John.gravely@clickdimensions.com http://www.linkedin.com/in/johngravely 4© 2012 Accenture & Avanade. All Rights Reserved.
  5. 5. Market trends Consumers are losing trust in traditional marketing and the media context is continuously changing: Customers need… Context changes… Channel Proliferation Right interaction To overcome decreasing Tremendous increase in Tailored and relevant effectiveness companies available technology, interactions/dialogue along need to… media and channels and the lifecycle increasing complexity of campaigns Right moment Digital shift Interact at moment of need; Shift to online & mobile be able to decide when to interaction and increased connect use of Social media efficiently leverage Customer buying available interaction Experience Right channel channels to engage Increasing importance of Control how to be reached customers in trusted „buying experience‟ apart across multiple channels relationships from the product/ service being bought 5© 2012 Accenture & Avanade. All Rights Reserved.
  6. 6. Marketing organizations need to develop the right capabilities inorder to deal with these issues Marketing resource management (MRM)• The alignment of people, processes and technology to support marketing activities and improve marketing effectiveness Multi-channel campaign management (MCCM)• The process of creating, executing, and measuring marketing programs directed at specific audience segments 6© 2012 Accenture & Avanade. All Rights Reserved.
  7. 7. Stages of marketing maturity 7© 2012 Accenture & Avanade. All Rights Reserved.
  8. 8. The different stages of marketing resource managementmaturity Stage 1: Stage 2: Stage 3: Stage 4: Unconcernds Foundationals Challengers Leaders Personal Ad-hoc Marketing Campaign Corporate On the extreme end of the Subscription In an ad-hoc campaign spectrum, organizations can Lead model, field staff have even employ personal marketing Processing more control over campaigns capabilities to empower field In a corporate subscription targeted at local customers; staff to manage 1-to-1 model, central marketing With a lead processing field marketers can customer dialogs; field staff groups develop the model, corporate decision determine the target group, have complete control over campaign strategy and the makers identify the most the offer, and when the the entire communication materials, and handle likely prospects and “push” communication will run; stream fulfillment this information to the field Corporate resources provide for follow-up “templates” that help the field staff serve themselves Alerting Confirmation List management Dialogue management Dispositioning List approval Campaign configuration Offer recommendations Routing Tracking Tracking Contact management 8© 2012 Accenture & Avanade. All Rights Reserved.
  9. 9. The different stages of multi-channel campaign managementmaturity Stage 1: Stage 2: Stage 3: Stage 4: Unconcernds Foundationals Challengers Leaders One-to-one interaction One-to-one Contextual, dynamic and One-to-target group personalized One-to-one communication with One-to-many communication treatments offered at the Target-group specific emphasizing personalized right time; Creates ongoing, communication with more interactions and product Mass communication, with interactive customer directly suited information on offers with basic reporting many over-contacted and dialogue and ensures products or services and low and campaign process many not-contacted branded customer target list complexity workflow management customers and limited experience reporting Response rate: Response rate: Response rate: Response rate: ~1-2% ~4-5% ~20% ~25% Uptake rate: Uptake rate: Uptake rate: Uptake rate: 0.5 – 1% 1 – 2% 3 - 5% 10-20% 9© 2012 Accenture & Avanade. All Rights Reserved.
  10. 10. Roadmap: from ‘challengers’ to ‘leaders’ MCCM MRM Fully centralize Execution Enable campaign (marketing) Strategic Critically look at marketing efforts and planning on a remove redundancies management daily basis campaign direction decision making Enable advanced Fully empower Customer Ensure seamless analytics and Execution marketers with Streamline data flow analytics & throughout the segmentation management regard to marketing based on campaign activities planning data mngmt marketing lifecycle customer value processes Customer Enable advanced Enable the use of Create guidelines contact & channel use and Execution an extensive for better regular meetings channel customer contact management governance of to brainstorm strategy marketing data mngmt about new ways Create a full Measurement Enable a review Enable real time overview of of campaign plans campaign reports Measurement Enable real-time marketing & reporting on a daily basis and evaluations & reporting reporting financials and spend Enabling tools & capabilities Integrate the use of one campaign management tool that can help align the right Integrate the use of a tool that automates reporting capabilities for marketing resources to the right marketing activities activities in general and campaigns in particular Integrate the use of a tool that can integrate marketing data 10© 2012 Accenture & Avanade. All Rights Reserved.
  11. 11. Marketing Management Process Initiate Prepare Execute Evaluate • Initiate - Collect ideas, campaign plan, budget • Prepare - Analyze customer profiles, marketing lists for multiple waves and channels - Marketing Content/Asset Management - Plan marketing activities • Execute - Deployment across channels - Response management • Evaluate - Marketing Dashboard© 2012 Accenture & Avanade. All Rights Reserved.
  12. 12. Initiate Prepare Execute Evaluate PREPARE© 2012 Accenture & Avanade. All Rights Reserved.
  13. 13. Initiate Prepare Execute EvaluateMarketing Programme Calendar© 2012 Accenture & Avanade. All Rights Reserved.
  14. 14. Initiate Prepare Execute EvaluateData Mining Visualization© 2012 Accenture & Avanade. All Rights Reserved.
  15. 15. Initiate Prepare Execute EvaluateData Mining Visualization© 2012 Accenture & Avanade. All Rights Reserved.
  16. 16. Initiate Prepare Execute EvaluateCustomer Segmentation demo© 2012 Accenture & Avanade. All Rights Reserved.
  17. 17. Marketing with Microsoft CRM Idea eBook Campaign• Concept: generate leads by giving away original content targeted at a specific audience (marketers who use Microsoft CRM)• Content: 62 page eBook with 22 individual articles• Goal: drive qualified leads for the ClickDimensions marketing solution• Tools – Landing page linked to Microsoft CRM – Emails to known suspects – Promotion via social channels – Paid promotion via online advertising on Bing, Google, Facebook and LinkedIn© 2012 Accenture & Avanade. All Rights Reserved.
  18. 18. Initiate Prepare Execute Evaluate PREPARE© 2012 Accenture & Avanade. All Rights Reserved.
  19. 19. © 2012 Accenture & Avanade. All Rights Reserved.
  20. 20. © 2012 Accenture & Avanade. All Rights Reserved.
  21. 21. © 2012 Accenture & Avanade. All Rights Reserved.
  22. 22. © 2012 Accenture & Avanade. All Rights Reserved.
  23. 23. © 2012 Accenture & Avanade. All Rights Reserved.
  24. 24. © 2012 Accenture & Avanade. All Rights Reserved.
  25. 25. Initiate Prepare Execute Evaluate EXECUTE© 2012 Accenture & Avanade. All Rights Reserved.
  26. 26. © 2012 Accenture & Avanade. All Rights Reserved.
  27. 27. © 2012 Accenture & Avanade. All Rights Reserved.
  28. 28. © 2012 Accenture & Avanade. All Rights Reserved.
  29. 29. © 2012 Accenture & Avanade. All Rights Reserved.
  30. 30. © 2012 Accenture & Avanade. All Rights Reserved.
  31. 31. © 2012 Accenture & Avanade. All Rights Reserved.
  32. 32. © 2012 Accenture & Avanade. All Rights Reserved.
  33. 33. Trackable, automated email to prospect Internal notification email to sales team© 2012 Accenture & Avanade. All Rights Reserved.
  34. 34. © 2012 Accenture & Avanade. All Rights Reserved.
  35. 35. © 2012 Accenture & Avanade. All Rights Reserved.
  36. 36. © 2012 Accenture & Avanade. All Rights Reserved.
  37. 37. © 2012 Accenture & Avanade. All Rights Reserved.
  38. 38. Initiate Prepare Execute Evaluate EVALUATE© 2012 Accenture & Avanade. All Rights Reserved.
  39. 39. © 2012 Accenture & Avanade. All Rights Reserved.
  40. 40. © 2012 Accenture & Avanade. All Rights Reserved.
  41. 41. © 2012 Accenture & Avanade. All Rights Reserved.
  42. 42. © 2012 Accenture & Avanade. All Rights Reserved.
  43. 43. © 2012 Accenture & Avanade. All Rights Reserved.
  44. 44. © 2012 Accenture & Avanade. All Rights Reserved.
  45. 45. © 2012 Accenture & Avanade. All Rights Reserved.
  46. 46. Thank You More details on : www.avanade.com/crm www.clickdimensions.com … and visit the Avanade booth!© 2012 Accenture & Avanade. All Rights Reserved.
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